Destination Branding Input–Output Analysis: A Method of Evaluating Productivity
In the turbulent and competitive marketplace, branding by differentiation is accepted as a strategy for competitive advantage of destinations. However, the process of differentiation poses both challenges and opportunities for destination marketing authorities due to the intangible nature of destination products. In order to avoid threats and take advantage of opportunities, destination marketing has to be applied in its true meaning, namely, research, development, and integrated marketing communications. However, destination marketing authorities also have to make sure that resources used for marketing a destination result in measurable outputs. This article proposes a branding input–output analysis to define the productivity of destination branding activities. To provide a concrete basis for destination marketing authorities, models and formulas are generated along with practical implications and future research suggestions.
Keywords: BRANDING INPUT–OUTPUT ANALYSIS; DESTINATION BRANDING; IMC; INTEGRATED MARKETING COMMUNICATION; RETURN ON BRAND INVESTMENT; ROBI; ROI
Document Type: Research Article
Publication date: 01 January 2009
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